互联网时代在线广告精准营销的策略研究——以今日头条为例

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XCLW51140 互联网时代在线广告精准营销的策略研究——以今日头条为例 (字数：15537)

中文摘要

随着互联网信息技术的飞速发展，移动端接入流量的大幅提高，传统在线广告的营销模式已经无法满足企业和品牌的发展需求。基于大数据与机器学习算法技术衍生出的精准营销模式，能够帮助企业建设更加高效的营销体系，提高用户的消费体验，提升用户复购率，使企业广告投放价值最大化。

本文对在线广告的概念及展现形式进行阐述，对精准营销理论的发展、特点与优势等进行分析总结，以今日头条客户端为对象进行案例研究。通过对精准营销在今日头条的应用体系和营销个案进行研究，对相关竞品做出数据分析。其理论意义在于对精准营销在在线广告中的应用进行系统梳理，从而探索出企业在搭建精准营销体系中的普适性策略。

本文的结构主要分为三个部分：第一章主要介绍了在线广告及精准营销理论的相关概念及发展脉络，在线广告精准营销的优势和特点；第二章以今日头条为例，对精准营销的应用和营销效果进行分析，并与相关竞品对比分析总结；第三章在前文研究的基础上提出精准营销系统的搭建策略。

关键词：在线广告精准营销今日头条个性化推荐

绪论 …………………………………………………………………………… 1

一、在线广告与精准营销的研究和发展·································2

（一）在线广告的概念及展现形式··································2

（二）精准营销的研究和发展······································3

（三）在线广告精准营销的特征 ································· 4

1．基于用户画像识别高价值用户································ 5

2．个性化智能推荐广告信息···································· 5

3．整合内容营销和社会化营销等多元化营销方式···················5

4．利用CRM系统优化营销策略···································5

5．以用户体验为中心推动产品销售·······························5

二、今日头条APP概括及精准营销案例 ··································6

（一）今日头条APP概况········································6

（二）今日头条营销现状········································7

（三）今日头条精准营销体系····································8

1．以机器算法为基础的信息流广告································8

2．广告开放平台的应用·········································9

3. IP联动融合产业链··········································9

（四）今日头条投放个案分析·····································10

1．营销目标与投放策略·······································10

2．投放页面与落地页面分析···································10

3. CTR效果分析·············································11

（五）今日头条竞品分析········································12

1．产品定位分析··············································12

2．内容构成分析··············································13

3. 点击到达率分析············································13

三、精准营销体系搭建策略··········································14

（一）确立精准的市场定位······································14

（二）建立用户画像提高个性化推荐水平····························14

（三）升级和改造大数据平台······································14

（四）搭建CRM客户服务系统······································15

结论………………………………………………………………………………… 16

参考文献…………………………………………………………………………… 17